Graduated from a school in Kathmandu. No, really.Previously worked at Mudra and Draft FCB in Bangalore. Speaks in questions. Joined as an art trainee, but soon realized Photoshop and her will never get their relationship on track. Loves the ocean, doesn’t really understand mountains. Can’t get enough of color – more the merrier. Crazy-cat-meme lady. Will never turn down a Jägerbomb. Relieved that ‘homeless-hobo-chic’ is actually a legit look. Hopes to one day become a YouTube sensation. Likes are much appreciated.
Why are you into Advertising?
Not only do I get paid to daydream but I also get to wear flip-flops to work!
Did you attend school for fine art or design or Communications?
Visual communication from Madras. I knew I wanted to do something creative, and could never choose between design and copy. VisCom allows you to dabble in all the possible options.
Tell us about your recent work campaign?
My latest project was the “break up with the wrong bra” campaign for amanté. It was refreshing to work on a lingerie brand and say something substantial. As opposed to using hot, toned models in underwear, that honestly, makes all women feel bad! It was also my first big campaign with releases in all the major cities.
Were there any particular role models for you when you grew up?
It’s hard to pick one particular role model. I think these things change as you grow. The places you live in, the people you meet along the way, things you see and hear – they all make an impact on you. I mean, from Barbie to Calvin&Hobbes to heavily tattooed drummers to the writers behind the Skittles ads – there’s a role model for every phase of your life.
Who was the most influential personality on your career in Advertising?
I was fortunate enough to start off my career under Joono Simon – who took a chance on me. He really pushed me to do out-of-the-ordinary work. Whenever I get hunger pangs for an award, I know it’s because of him.
And now at Happy, I work with Kartik Iyer, whose copywriting skills I genuinely envy! He can give you kickass copy at the drop of a hat and it’s inspiring to work for someone you respect.
Where do you get your inspiration from?
My strongest influences are the ones I was exposed to as a child. Thankfully I can recall a time before the great big web, and there wasn’t much to do but read or doodle. It did wonders for my imagination.
Now of course I devour the Internet. Google is my best friend – we talk about a lot of stuff.
Tell us something about the Happy creative work environment.
Right now, I can’t think of a single agency I’d want to move to. Somehow there’s this unsaid balance between work and play. Every single person here is talented, weird and a lot of fun. We’re constantly reminded about why we’re here and that our focus is to do better-than-good work. I love that I look forward to coming to work.
Tell us about your first job in Advertising.
One day I showed up at Mudra, and every day after that, until everyone assumed I was a trainee there! I was privileged to work under really nice bosses; they’d stand up for the trainees, give us every opportunity and rightful credit. I know I was lucky to start off with the people I met at Mudra and I made some really close friends there.
What do you think of the state of Print advertising right now? At least
here in India, the released work is most often too sad.
It’s sad because we just assume the audience is dumb and/or doesn’t care about anything but the discount starburst. I think clients need to trust the agency more and take a couple of risks.
Do you think brands whose advertising wins awards, do well in the market?
Non-scam ads that have done their time in the real world definitely make a difference. There are some campaigns you end up falling in love with, no matter how cynical you are, and you know they deserved to win.
What advice do you have for aspiring creative professionals?
Never pick an agency for the money – it leaves you frustrated and jaded. Oh, and come prepared with safety gear because it’s going to be a wild ride.
Your dream project?
I want to be part of a massive project like “decoded” for Jay-z.
Your upcoming campaigns, if you can talk about it .
There’s no way I’m jinxing any of my upcoming projects!
Who would you like to take out for dinner?
I’d really like someone to take ME out to dinner.
What’s on your iPod?
Lots of indie (The xx, Feist, Crystal Fighters, Avalanche City, Regina Spektor, Bon Iver, The Weepies, Seabear, Lykke Li, Meiko…you get the picture!) and some borrowed minimal/deep house.
Mac or PC?
As I’m on Team Android, it breaks my heart to admit this – but Mac!